This is not why Coke is successful. Coke is successful because of taste lockin, each coke tastes the same as the one before, the taste it's customers have chosen to love.

Every new Samsung offers new features, it's not necessary to buy a new Samsung when your old one craps out. There is little to no lockin. That massive advertising budget is a necessity for Samsung, without it people would forget about it entirely and buy Google, HTC or iPhones.